지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 21 - 39 (19page)
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초록· 키워드
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After ten years from the introduction of CRM systems, many companies reevaluate CRM from the perspective of customers. This paper classifies CRM activities at the contact points with customers and investigates the effect of CRM activities on perceived benefits and the effect of perceived benefits on behavioral intention in the Korean cosmetic industry. The result showed that contact management and complaint handling affected social benefits and that customers perceived confidence benefits from contact management, complaint handling, and churn management. Special treatment benefits were affected by all CRM activities including compensation management. Finally, all kinds of benefits had effects on behavioral intention such as recommendation intention and repurchase intention.
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